GENERATIONAL SEARCH IS CHANGING
Generative Engine Optimization for serious search marketers
Learn how AI-powered search systems find, understand, retrieve, cite, and recommend content — through practical frameworks, disciplined observation, and deep SEO expertise.
Kent Lundin · Professor of Digital Marketing, BYU–Idaho · Researcher in AI-driven search visibility
Choose your path into GEO
Start with the depth and format that fit what you need right now.
Explore the GEO Framework
Understand the major concepts shaping AI visibility: entities, retrieval, structured data, authority, content, and measurement.
Use the Free GEO Textbook
Work through a structured, project-based course that turns GEO concepts into practical website decisions and experiments.
Understand the Research Method
See how deep SEO knowledge, systematic AI inquiry, observed outputs, and external evidence can produce stronger GEO conclusions.
AI Knowledge Leverage Method
THE SHIFT
GEO is not just SEO with a new acronym
Traditional search asks whether your page ranks. Generative search adds new questions: Can an AI system understand your entity, retrieve your content, trust the source, extract the right passage, and use it in an answer?
Findable
Can crawlers and retrieval systems access the right content?
Understandable
Can the system tell who you are, what you know, and what each page means?
Selectable
Is your content useful and trustworthy enough to support the generated answer?
A MORE RIGOROUS WAY TO LEARN
The AI Knowledge Leverage Method
GEO is difficult to study because the systems are opaque and constantly changing. The method used here combines deep search expertise, systematic AI inquiry, observable outputs, retrieval behavior, and external evidence.
Most importantly, it separates what we can observe from what we can only infer. That keeps the work practical without pretending we can see inside proprietary ranking and retrieval systems.
Core GEO topics
A practical framework for the parts of search visibility that matter most in generative systems.
Entities & Knowledge Graphs
Help AI systems understand the people, brands, products, topics, and relationships represented on your site.
Retrieval & Source Selection
Understand when AI systems retrieve the web and what makes content useful enough to become candidate source material.
Trust & Authority
Build the evidence, credibility, source relationships, and signals that make your content safer to use in generated answers.
Answer-Optimized Content
Create pages that clearly answer questions, support extraction, and give AI systems useful passages rather than vague marketing copy.
Schema & Machine-Readable Meaning
Clarify page meaning, entities, relationships, authorship, and content types with structured information machines can interpret.
AI Visibility Measurement
Track mentions, citations, descriptions, recommendations, competitors, source patterns, and visibility changes over time.
ABOUT KENT
SEO depth meets AI-era search research
I’m Kent Lundin, Professor of Digital Marketing at BYU–Idaho. My work focuses on the overlap between established search principles and the emerging mechanics of AI-powered discovery.
This site is for SEO and digital marketing professionals who want a rigorous, practical way to understand GEO without pretending the field is more settled than it really is.
Start building a working understanding of GEO
Explore the framework for a fast conceptual map, or work through the free textbook for a structured, hands-on path.